Name: 蘋果iPhone11的成功 (Apple's iPhone 11 Success)
Uploaded: 2021-01-14T08:43:17.000Z
Duration: 12 min 7 s
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Apple recently reported their earnings for the first fiscal quarter of 2020, and the

轉承詞

Apple has had some of their most profitable quarters ever in the last year thanks to the

sales success of the iPhone 11, but it's also worth mentioning the struggles they've

Because remember that the biggest Apple-related news story in 2016 was the decline of their

hardware sales, especially when it came to the iPhone.

After a decade of record-setting growth, demand for the device finally fell.

And not just for one quarter, but three quarters in a row.

That resulted in Apple's revenue shrinking by almost ten percent, causing the company

to post an annual revenue decline for the first time in fifteen years.

So how did Apple go from shrinking iPhone sales in 2016, to surging sales in 2019?

Well that's exactly what we're going to find out.

This is Greg with Apple Explained, and I want to thank Squarespace for sponsoring this video.

If you want to help decide which topics I cover, make sure you're subscribed and voting

polls like this one will show up in your mobile activity feed.

Now in order to understand how the iPhone 11 reignited Apple's sales success in 2019,

we first have to learn about what caused Apple's revenue slowdown to begin with.

And as I mentioned in the intro, that trend began in 2016 while the iPhone 6s served as

It was during this time that the company started to notice slowing sales of not only the iPhone,

Mac sales dropped by seventeen percent and iPad sales by six percent.

And because of this slowing growth across the board, Apple announced in 2018 that they'd

no longer be sharing unit sales of their hardware and instead only reveal revenue earned.

That way, they could prevent news outlets from running negative headlines like “Are

slow iPhone sales just a blip, or is Apple starting to struggle?”

But it wasn't only about slowing hardware sales, it was also about where those sales

Because around 2015 Apple identified two emerging markets where they'd like to expand their

Domestic phones in those countries are much less expensive than international devices

And it has a lot to do with the extra tariffs and taxes imposed on imported devices.

And that's exactly what prompted Tim Cook to visit India for the first time back in

He wanted to negotiate with their prime minister Narendra Modi and reduce the tariffs Apple

had to pay to get their iPhones to market in India.

But Modi didn't budge on his position, and that prevented Apple from seeing increased

Although iPhones were viewed as a desirable, luxury device, most Chinese customers considered

Mainly because the app called WeChat, which everyone in China uses to do almost everything,

So there isn't much of a reason for users in China to spend hundreds more on an iPhone

rather than a more affordable Huawei phone.

So as a response to slowing sales and failed attempts at capitalizing on foreign markets,

Apple began increasing hardware prices across the board.

By 2018, the Mac Mini, MacBook Air, iPad Pro, and even accessories like the Magic Mouse,

Magic Keyboard, and Apple Pencil all received price hikes in a way that was unprecedented

But there's one product in particular I want to focus on, and that's the iPhone.

Because the price increases it received was quite significant.

In 2016, the flagship iPhone 7 cost $650.

One year later, the iPhone 8 was priced at $700, a $50 premium.

But the iPhone 8 wasn't even Apple's flagship device, that title belonged to the iPhone

And that premium model carried a record price tag of one-thousand dollars.

That's $350 more than the flagship iPhone 7 released just one year earlier.

But Apple didn't stop there, they pushed the iPhone's price even higher with the

XS Max in 2018, which retailed for $1,100.

But it wasn't only the premium iPhone models that ballooned in price.

The so-called “budget” iPhone XR did as well, coming in at $750, which was $50 more

than the iPhone 8, and $100 more than the 2016 flagship iPhone 7.

And this dramatic rise in the iPhone's cost took a toll on sales, with the iPhone XR suffering

from less pre-orders compared to previous models, weaker demand, and two separate cuts

It was clear that customers were getting tired of paying more for iPhones year after year,

and so in 2019 Apple made a decision that not many people were expecting.

They actually reduced the iPhone's price for the first time in over a decade.

The iPhone 11 received a $50 price drop compared to the previous iPhone XR, coming in at $700.

And that made all the difference when it came to sales performance.

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Alright now as I mentioned earlier Apple no longer reports unit sales of their products,

so we're forced to rely on third party analysts to make as accurate predictions as possible.

But we're fairly certain that in the first month of sales, the iPhone 11 outsold the

XR by about fifteen percent, with twelve million units sold.

This outperformed even the most generous predictions by analysts, and led to Apple increasing production

But the iPhone 11 wasn't only experiencing sales success in the US, it was also doing

well in the emerging markets that Apple had tried to capitalize on in 2016.

For example, in China, the iPhone 11 drove a sales increase of 18.7% compared to the

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蘋果iPhone11的成功 (Apple's iPhone 11 Success)

struggle

incredible

significant

revenue